A planning document for HYBE subsidiary Belift Lab's group ILLIT, currently embroiled in a plagiarism dispute with former ADOR CEO Min Hee Jin, has been found to bear striking similarities to the planning document for NewJeans.
On November 11th(KST), Hankyoreh(Korean news agency) obtained and compared Belift Lab's "rookie girl group project plan" (ILLIT plan) and the "2021 team launch strategy" (NewJeans plan), discovering numerous similarities in document design and strategy.
(NewJeans' project plan)
(ILLIT's project plan)
The design similarities are particularly noticeable.
Both documents use a similar font and layout, as if the same template were applied, with frequent use of circular design elements. The NewJeans plan was reportedly designed and written by Min in May 2020, using Keynote (a presentation program) during her time as HYBE’s Chief Brand Officer. It was confirmed that each HYBE label uses its own distinct template.
The objectives of both groups also align around the themes of "relatability" and "admiration." While NewJeans' strategy emphasizes "teen influencers," ILLIT's focuses on "creators," essentially a rephrased concept.
Both documents reference popular American YouTuber Emma Chamberlain and propose similar strategies involving short-form content and practical merchandise aimed at connecting with consumers’ lifestyles.
A source in the music industry commented, "It seems the term 'influencer' was changed to 'creator' to avoid plagiarism claims, but the strategies are practically the same."
A key point is the timeline: the NewJeans plan dates back to 2020, while ILLIT's was created in 2023. Given the rapid shifts in the K-pop market, a three-year gap between two such similar plans raises skepticism.
An industry insider who works on girl group planning commented, "Both documents show remarkable similarity in market analysis and strategic direction. It's rare to see back-to-back girl group debuts based on such similar planning documents, especially in terms of design, logic, and strategic direction."
Last month on the 11th, Min's side released a recording of an internal HYBE whistleblower who claimed she had shared her NewJeans plan with Belift Lab. In the recording, Min states, "I really couldn’t have imagined they would make an exact replica."
Belift Lab, however, responded, "ILLIT's branding strategy and concept were finalized and shared internally on July 21, 2023. The so-called 'planning document' from the whistleblower was received later, on August 28, 2023, which would not allow it to influence ILLIT's concept."
Belift Lab has filed criminal charges and a civil suit against Min for obstruction of business and defamation over her plagiarism allegations.
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